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Salesmanship

August 8th, 2008

Let me say a few words about salesmanship (eek! not politically correct but sales ‘person’ ship is quite awkward!)

There are three kinds of sales people. Those that push to get a sale until they push you out the door, order takers, and sales counsellors. Although the first type is sometimes successful in getting their sale, they seldom leave the customer satisfied.

Fortunately, I think today most sales people fall into the latter two categories. The order takers just find out what you want and write it down. They occasionally sell up (Did you want fries with your burger?) because they’ve been told to do so. They really are clueless in how to turn a small sale into a larger one that benefits both them and their customer.

A sales counsellor listens to what the customer wants, determines what he needs, and delivers what is possible to the best of his/her ability. They know their product or service inside and out—both its high points and its limitations. They won’t sell a product or service that won’t perform the way it’s meant to perform. They will counsel their customers, educate them about their product or service and lead them to accept the best they have to offer within normal limitations.

If you are going to sell web services, then you must learn what a website is inside and out, backwards and forwards. You must know how a website works and how it draws visitors and makes them into customers. You can’t be an order taker. You must be a sales counsellor.

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Writer’s Block-When the Muse Develops Laryngitis

July 23rd, 2008

Many writers allude to listening to their muse. But what do you do when the muse goes silent? Just consider that she’s still around somewhere - just has a case of laryngitis - and write on without her.

How did Beethoven start a piece, how did Shakespeare develop Hamlet’s Soliloquy, and how did Michelangelo keep on-topic? However, there’s a fourth question—how do you know when to quit?

Many times when you’re beset by writer’s block, your brick wall may be self-imposed.

  • You can’t think of a single thing to write about today.
  • You have a topic, but are clueless as to how to develop it.
  • You can’t keep your topic on-topic.
  • Your content isn’t as long as you’d like it to be

Where do you start?

Did Beethoven sit down and write a symphony from beginning to end or did he start with just a few haunting notes that permeated his mind? Were they the treble notes or the bass? Did they begin the piece or did they end up somewhere in the middle… or even at the end?

How Beethoven started isn’t really important. What is important is that just a few notes may have resulted in wonderful creations that have lasted for centuries.

Many times, a major impediment to writing isn’t coming up with a topic; it’s coming up with the title. Yet, just because the title heads your piece doesn’t mean you have to choose it before you start writing the content.

Pick a subject you’d like to write about and write down your first thought on the subject, no matter how short, ill constructed, or trivial it seems to you at the time. You have just started your symphony.

Developing your topic

Hamlet’s Soliloquy starts with the famous “To be or not to be”, but are those the words that inspired Shakespeare or was it maybe these bold words- “To sleep, perchance to dream; Ay, there’s the rub; For in that sleep of death what dreams may come…”

* Although little is documented about the life of Shakespeare, one documented fact is that his only son, Hamnet died at the age of 11 in 1595. Is it a coincidence that Hamlet was written four to five years later? Was Shakespeare perhaps contemplating his own mortality or wondering about the afterlife of his son?

Again, what is important is not what inspired Shakespeare. What is important is that he used his thoughts, perhaps random thoughts about his own life, to create a masterpiece.

Consider your topic and put your first thought on paper (or screen). Keep writing, letting your thoughts take you where they will. It’s surprising the amount of content you can generate when you write naturally, as your thoughts flow. Don’t worry about punctuation, grammar, or spelling. Don’t even worry about organization. You can edit and organize later. For right now, just write.

Be flexible

You’re on a roll now. Your thoughts are flowing fast and if the muse didn’t have laryngitis, she couldn’t get a word in edgewise anyways. Suddenly, you realize that your surfboarding article has taken a tangent into brain surgery! Now if that’s not enough to stop a train of thought, nothing is! But– wait a minute, or on second thought, don’t wait; keep writing!

You can outline a book or an article, from preface to epilogue, but sometimes a story takes on a life of its own. (That pesky muse must have found a lozenge!) Although your present thoughts may seem totally unrelated to your topic, they may be useful when you’ve finished. After all, don’t surfboarders sometimes get head injuries that require neurosurgery? Aha! This wrong-way turn onto a one-way street could be an extension of your topic— Surfboarding Injuries and Accidents.

Okay, this may all seem a bit far-fetched, but remember this: *Michelangelo is remembered for saying that the work of sculpting was simply a matter of chipping away the marble that was not meant to be a part of the statue. Could be that when (and if) his chisel slipped and gave David that extra curl, Michelangelo believed that the wayward chip of marble wasn’t meant to be there in the first place.

My point– don’t be afraid to let your chisel slip from time to time and don’t throw out the block of marble when it does. Could be that an “extra curl” is just what your content needs. Keep writing until the tide goes out.

Know when to quit.

At some point, you will have said all you have to say. It’s time to organize, edit, and choose a title if you need one. After you’ve finished, you may look at your content in complete dismay, believing it’s too short. (Maybe you should have kept those 500 words on brain surgery?)

Go back through one more time and look for spots where you can add those important keyword phrases. Find what is unclear and clarify it. Chop out what isn’t necessary; those ‘golden’ words that already are beginning to tarnish.

*In Lincoln’s Gettysburg address, he says, “The world will little note nor long remember what we say here.” How wrong he was! In 272 words, he developed a concept that has lasted well beyond four score and seven years.

Yet, contrary to legend, Lincoln didn’t write the Gettysburg address on the back of an envelope while traveling by train en route to Gettysburg. There are five known drafts of Lincoln’s Gettysburg address, each about as long as the others. He honed his content to say precisely what he wanted to leave with his audience.

If it’s sweet, it doesn’t matter how short it is. So with that, I’ll end this long treatise in hopes that I’ve given you some good tips on how to smash through writer’s block.

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Putting Out the Website Welcome Mat

July 22nd, 2008

Welcome to (fill-in-the-blank)!

That’s a sentence that’s like a billboard across the World Wide Web and one that Vincent Flanders says makes web pages that suck! While I think that’s a little too drastic, there are many better ways to make your website visitors feel welcome; one of the best is to show your website visitors that you want them to return often!

Keep Your Website Updates in Plain Sight

Frequently update your web content and make sure your visitors know that your website is frequently updated. Blogs are especially good ways to display updated content, since all of your posts are dated. On a traditional website, just putting a bolded “updated (date)” lets your visitors know that your website is open and active.

If you plan to do weekly or monthly updates of certain sections of your website, do add that information to your home page and other high traffic pages. If you’re worried about integrating it with your content, put it in a text box near your sidebar navigation and use a background color to increase its visibility.

Of course, the word “New” emphasized with color or bolded is also a way to let your visitors know that your website is alive and kickin’! However, don’t tell visitors, “Coming Soon!” Tell your visitors when soon is and make sure you stick to it!

On Site Bookmarking

Consider adding a “bookmark this page” script to your site. Make a bookmark invitation beginning with a simple block of javascript. Insert the following into the head of your html document or in an external script file:

<script language="JavaScript"> <!– begin function addbookmark() { bookmarkurl="http://mysite.com/"/*replace this with your url*/ bookmarktitle="My Page" /*Insert your page title*/ if (document.all) window.external.AddFavorite(bookmarkurl,bookmarktitle) } // end –> </script>

Then in your page body where you want the bookmark to appear:

<a href=”javascript:addbookmark()"Add to Your Favorites!</a>

Replace "Add to Your Favorites" with any text you want to use for your bookmark link.

RSS Feeds & Social Bookmarking

Put your content into an RSS feed that your website visitors can put on their Google homepage or offer them tags to active social networking websites like Stumble Upon (my favorite!). Social networking websites not only help your visitors remember your page, but additionally give your site more exposure to other members of the site.

All in all, making your visitors feel welcome is one of the best forms of promoting your site and increasing your website traffic. Make your website visitors feel welcome by letting them know that you’re glad they visited your website. Show them that you want them to come back… and they will!

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Are Your Words Really Your Words?

July 21st, 2008

Of course the only way to pass copyscape is to write original content. Yet with millions of websites and thousands within your topic, how do you make sure your words are really yours? The following eight tips will help you write original copy that will, without a doubt, pass Copyscape’s scrutiny.

  1. Research your topic.

    There’s an old writer’s adage that says “write what you know.” Although that’s the best case, it isn’t always practical when you’re building a web publisher site. Yet, you can learn about your topic through research. Read enough to be well-grounded in your subject matter.

    When I start a new topic, I read a minimum of 10,000 words from a minimum of three sources. Make sure that your sources are varied enough to look at the topic from varying aspects and that they are credible in themselves. If one source makes more sense to you than the other two, keep searching for other sources that adopt the same point of view.

  2. Outline Your Article

    Put in your main topic or title (H1) and then the sub topics (which may or may not merit H2 and H3 headings) that will make up the body of your piece.

  3. Add the content

    — the details that round out your article, using your memory not your research. Write to make your topic easy for your reader to understand. Don’t try to show off your vocabulary or your writing skills.

  4. Check what you’ve written.

    Go back to your research and be sure that you didn’t write any misinformation and that your facts are correct. Make changes as necessary, using your own words.

  5. Use a spell checker and a grammar checker.

    Then re-read your content to be sure that you haven’t misused homonyms and that your checkers didn’t delete something important or reword something that changed your meaning.

  6. Check the “flow” of your piece

    Be sure that a sentence or paragraph in one area (for instance the middle) of your copy wouldn’t fit better in another area.

  7. Cut your copy

    Take out the parts that don’t fit, the phrases that were inspirational but are superfluous, repetitive, or downright irrational to your message. Be sure to stay on topic.

  8. Walk away from your copy

    Come back in an hour or two. Re-read it again and see if it looks as good as it did the first time. If it doesn’t, make changes and repeat steps 1-7 as necessary.

Now, assuming you have any talent as a writer (and remember, typing isn’t writing), you should have a skillfully written, original piece of content that not only passes copyscape but also precisely delivers the message that you want to deliver.

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Website Content: Set Your House in Order Before You Hang Your Shingle

July 19th, 2008

The “eye-candy” of your website is very similar to the “curb appeal” of a house. It looks good and it says “Come in - you’re welcome here!” Be sure that before you invite your visitors inside, you’ve finished your interior design as well as the view of your front door.

Writing good web content is all about giving your visitors an “easy chair”. Make them feel comfortable enough to stay awhile, come back again, and ‘bring’ a friend next time. One simple sentence will put you on the road to success.

“Every person is his own protagonist.”

Every person is the central character in his or her own life. Your visitors come to your website, not to see what you have, what you know, or what you can do, but to accomplish their own goals and fullfill their own needs.

How many times have you seen something similar to this on a homepage?

“Our company is the cutting edge resource for those in the (fill-in-the-blank) business, using state of the art technology to help our customers achieve their goals.”

Who cares?

The truth is that, people don’t care what you know, have, or can do except as how it directly provides a benefit to them.

Using your website presence as your sales presentation, it’s your job to show your customers that you understand that their success is your success and why; show them that your company is the best choice to provide solutions to their ‘unique’ problems and help achieve their goals.

Start by focusing on the unique needs of your target market. Take the “our” and “I” out of your website content and write for your customers using “you” and “your”.

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